Understanding the Google Ads Account Hierarchy

Isaac Rudansky
A free video tutorial from Isaac Rudansky
Certified Google AdWords Pro |Co-founder of AdVenture Media
4.6 instructor rating • 4 courses • 203,120 students

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24:39:03 of on-demand video • Updated November 2018

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English [Auto] How do you go out fans and welcome back. Before we can name our campaign we really need to understand the Google ads structural hierarchy and then just some concepts and figuring out how to structure campaigns over the years doing this. A lot of clients a lot of students struggled with like it's a little overwhelming I have campaigns add groups keywords ads account small blackline centers I have a big Web site out of all the different products I have different services I have different colors or different products like how do I structure a campaign like what do I do. Well there's a it's a good system that you could use and I'm going to teach you how to do that in this lecture on how to figure out how to structure your account and how to break out your campaign. And again I want to reiterate there is no right or wrong. There's different ways of doing this. And as we learn more about Google ads as we understand math types for example as we understand different types of ads we might want to structure campaigns differently for the sake of testing different things for the sake of different organization and based on what our business results are but there are but there is a good starting place system. But first let's talk about a county hierarchy and we're going to come to the wife real quick for this and Google ads there's a few different structural components to an A to an account so at the very at the very top level you have your google adwords or you google ads rather account. OK. And at the account level there are different settings that are only applicable to the account level but we'll get there. Then you have campaigns under your account you have all sorts of campaigns you can have many different campaigns. You can have hundreds of campaigns. You can have campaigns that are different campaign types of search campaigns display campaigns retargeting campaigns Google app campaigns Google Shopping campaigns so on and so forth the point is campaigns are the next level down. So let's say we have three campaigns here. OK so you have the count inside accounts. You have campaigns that all all campaigns operate on this level of the hierarchy. And there are different settings that you could set at campaign at the campaign level that you don't set at the account level and that you don't set at the aggregate level OK within campaigns. You have what's called adverts. So what is going to do. A.G. for Aggers you have another group at group. Might have to add groups and this one and you might have a say I don't know. Might have more at groups and you could have hundreds of that group's inside any given campaign. So add groups are inside campaigns inside each add group are two things that operate on the same level of the hierarchy. You have ads and you have keywords. OK. Ads and keywords are both contain inside every ad group. You need to have both ads and keywords and every single group. In order for that ad group to function if you're missing one of those two things and nothing will function inside those elements. Now at the account level you're dealing with things like your specific email time zone billing settings end user access others will see that apps things like that and more at the campaign level you're dealing with things like location targeting OK. That's a big one where these ads are going to show up. You're dealing with AD scheduling and schedule at the campaign level you're also dealing with device targeting. There are certain settings that are available at both the ad group and the campaign level such as audience targeting settings that will talk about audience targeting settings in a few years from now. And what audience targeting means at the ad group level you have ad rotation settings in other settings as well. And you'll see as we go through the account and it will come together we'll see exactly what settings apply to what level of the account hierarchy. The main thing to understand though is that you have this hierarchy in a couple of the big settings that are available at the campaign level like location and scheduling. And that ad groups are contained inside campaigns inside AGABUS of your ads and your keywords your keywords are sort of the mediator between an ad being shown or an ad being available to be shown and a search term search terms are what the user actually types into the Google search engine. Remember we spoke about that in the previous section. Google then look to your keywords to see and based on match type we're going to spend quite a bit of time talking about key words and match types. Google will see is this keyword eligible. Is it related enough to the search term. Does this account want to show an ad of impression and ads are what will then rotate in different ways for a specific group of keywords inside an ad group. OK so you could have many many keywords. Right. You could have hundreds or thousands of keywords not hundreds of thousands there is a limited amount of keywords Google does change from time to time. You could have many many different keywords and many different ads inside one ad group. And what that would mean is that all the ads inside one ad group that you have 20 ads they'll be eligible to be shown for any one of the keywords inside that same group. So that's when you start thinking about the medically related groups of keywords inside each ad group and there are a number of reasons why you want that to be the case. We'll talk about that once we get to writing ads and quality score in understanding key word the medically related groups of cures and things like that. So now you understand the precise hierarchy of a Google account account campaigns are inside account groups go inside campaigns ads and keywords go inside groups. You can have multiple ads and multiple keywords inside every single ad group. There are a couple of things that are set up at the campaign level. Some settings at the aggregate level some settings at the account level but it's important to remember that there's a couple of different reasons why we might why you might want to structure a campaign in a certain way. One is to control specific settings. And the other is for our own internal organization. So for example say we we're dealing with a sofa company or an online furniture company. We'll go through the example and we'll go through a specific case study of it on one furniture company. You might want to separate out the campaigns by product type. Right. You might have a campaign for sectionals you might have a search campaign for sofa's a search campaign for recliners. Now technically that could all be done by one campaign right. I could have one campaign like that. I can have an egg group or so it was an ad for sectionals and group for recliners because let's say my location targeting my ad scheduling doesn't change. Right so I'm not forced I'm not totally compelled. From a technical perspective to have that for campaigns. But I would like to have them separated out by ads. I'm not technically compelled to have them separated out by campaigns but from my own organization I might want to be able to keep things separate. I might want to give different budgets to different product groups and I just want to be able to log in to my campaigns and see which ones are performing better. You'll get a sense of organization. And I would recommend doing that at a product level. But if you only if you're a business that's that your service or your service business and there are certain types of services that you'll offer within a 100 mile radius of your your location. There are certain services you offer within a 20 mile location then those specific services need to be broken out into separate campaigns so one campaign will have a 50 mile radius targeting. We're going to go through location targeting shortly and another campaign will have that 20 mile radius targeting for the service that is targeted only within 20 miles. That will be a reason to bring our campaign. Now that you understand the structure and a hierarchy of an account in the next election we're going to talk about how to look at your web sites navigation to get a basic sense of how to start breaking out campaigns. And I will see you guys very shortly in the very next election.